content marketing

Sales and marketing professionals typically cringe when they hear the “F word” in team meetings and individual reports. No, not that F word; I’m talking about forecasting. In almost every interview I conduct with a subject matter expert, I ask where a solution, company, trend or industry will be in two to five years. I am basically asking for a forecast. It turns out chief executives and field experts hate to forecast too. Many people...

The ‘F’ Word in Content Marketing

During my early morning walks, I often listen to true crime podcasts. I listen as much for the storytelling as the sleuthing, and I’ve come to see B2B content marketing similarly. Some true crime podcasters retell a solved crime to cast doubts or confirm a killer. Others attempt to open unsolved cases to bring new attention to an old case. In many ways, B2B content marketing does something similar: It lays out details of a...

Marketing Like a True Crime Podcaster

The characteristics that make content compelling and sticky on people-oriented social platforms can be a roadmap for the content you generate for your business. Content should be less about techy details and more about how an organization is helping customers and prospects. The messaging should include a company’s value (why it is useful), a company’s values (what it believes in) and equally important, like any impactful digital platform, the human factor (those that work at...

Content Worth Talking About, Or Not

One of my favorite bits of advice came from, of all places, a Food Network star. On a Comic-Con panel of celebrity chefs, Adam Gertler was asked about the creative process and said: “If you nail it the first time, where is the journey?” That quote stuck with me weeks after I attended the world’s largest pop culture convention in my hometown of San Diego. I was unaware of Gertler and therefore didn’t recognize the actor...

Wisdom Fed by Two Celebrity Chefs

In seventh grade, a small group of us students concocted a daylong game. We raised our hands during every classroom lesson to ask the teacher a succession of questions that began with the word “why.” “Why did the author spend two pages describing his dinner when a paragraph would do?” “Why does that formula work?” “Why exactly are we learning about British colonization of India?” Our goal: See how many why questions it took to...

‘Why’ Don’t We Delve Deeper into Brand Journalism

Most of us don’t treat our passwords like we do Social Security numbers or credit card numbers. But we should. Just because we can change passwords at will—or sometimes by policy—doesn’t mean these secret codes aren’t valuable on the dark web. On the contrary, pairing a username and password is a powerful tool in a malicious hacker’s toolkit. Use a stolen credit card number or someone’s unique numeric identifier, and transactions are likely to shut...

Don’t Treat Passwords Lightly

I could write a blog post about my usual topics intended to help you maintain a balance between your career and your personal life, or how to create compelling content marketing and use powerful imagery designed to influence your target audience. But, there is a global digital-culture phenom to acknowledge—Ukrainian President Volodymyr Zelensky. I’m one of Zelensky’s 16.8M (and rising) followers on Instagram. I also consume any-platform news stories about Zelensky’s relentless defense of Ukraine’s independence...

Digital-Culture Phenom in Our Midst  —  Ukrainian President Zelensky

I recently had the honor of being a judge for a national design competition. Each design submission I reviewed in my assigned category included an array of elements such as imagery, font usage, color palettes, headlines and body copy, and the graphic design that pulled it all together. I found one tiny but crucial thing missing … something can be set in a font as small as 7-point … and something that can be a...

Tell Me Where Your Images Are From

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